The Product Portfolio

Question 1

Unilever

Answer 1

Magnum
Dove
Lynx
Cornetto
I can’t believe it’s not butter
Sure

Question 2

What should happen if there is a range of different brands and products to manage?

Answer 2

Marketing managers should continually develop new products and kill off those whose sales are falling that drain resources

Question 3

What is the Boston Matrix used for?

Answer 3

To manage product protfolio

Question 4

What does the matrix assess?

Answer 4

Each product within a product portfolio.

Market growth and share is considered

Question 5

Problem child

Answer 5

Low market share but potential because they are selling in rapidly growing markets offering the chance of rapid sales growth
LMSHMG

Question 6

Rising Star

Answer 6

Exciting and rapidly growing markets, hold high market share. Need lots of money spent on them to fight off competitors but if high ms is maintained, future profitability likely

Question 7

Cash Cows

Answer 7

Stable markets, high ms, low growth. Generate significant profits that help develop other products within portfolio

Question 8

Dogs

Answer 8

Low share&mg so unattractive and likely to be killed off